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Sports Campaign of the Year

Campaign Title

Les Mills Run the Final

Les Mills

Eleven PR

New Zealand sports fans were torn between the Auckland Marathon and the Rugby World Cup Final scheduled on the same day, at the same time. This was tipped to be the biggest clash in New Zealand sporting history, and was an opportunity for Les Mills to stand out. With over 200 members of staff running in the Auckland Marathon, Les Mills had the manpower advantage. Les Mills runners wearing specially-designed vests competed in the marathon, streaming the rugby final live for other runners. The activation generated several pieces of coverage for Les Mills, including on primetime television news and in print. Total PR value equated to over NZ$86,000.

Campaign Title

The Captain's Ride

Steve Waugh Foundation

Red Agency

For 400,000 kids and young adults in Australia suffering from a rare disease, The Steve Waugh Foundation is the only place for them to turn to. We created The Captain’s Ride, a cycling peloton of 60 influencers, led by former Australian cricketing captain Steve Waugh. The challenging ride would be a 1000km journey from Sydney to Byron Bay over five days to “put rare diseases on the map” and raise $750,000 for children in need. We held two media days with all of the major print, broadcast and trade media, five days before the world's first day/night test match in Australia's game against New Zealand. This created a hook for sports media to talk to Steve, and provided the opportunity to discuss the Captain's Ride as part of the story. We also partnered with Fitness First and took over their cycle classes for a week, transforming these everyday classes into a virtual reality peloton, via Google Cardboard. We triggered Facebook posts from Steve Waugh and his Foundation as the peloton rode to Byron - driving awareness of 166 diseases over the five-day ride. The result? We raised over a million dollars for children with rare diseases.


Campaign Title

Hyper Connected Healthcare Conference

SAP Korea

Weber Shandwick Korea

 To elevate public awareness of SAP’s latest sports and healthcare solutions, and strengthen SAP’s reputation in the area of Internet of Things and Big Data, SAP Korea planned and executed the Hyper Connected Healthcare Conference. More than 100 participants including media, influencers, experts and university students attended. One of the highlights of the campaign was real-time demo where a retired athlete wore an IoT vest to showcase the sports solution live before the attendees. Consequently, TV stations, print and online publications, pinpointing how SAP will transform the fields of sports and healthcare with its solutions, published more than 70 standalone articles. Coverage highlights include a KBS piece which dedicated 90 seconds to cover the conference during its prime-time news programme as well as six print articles by top-tier general, business and English dailies. In addition, social media channels including Facebook and Twitter were fully utilized during the event to reach a broader audience and encourage further engagement among participants. The campaign played a pivotal role in increasing awareness of SAP's sports and healthcare solutions among not only local media but also relevant experts.



Zamir Khan
Head of Award Events 

Tel: (+852) 3175 5273
Email: zamir.khan@haymarket.asia


Kaling Man
Events Manager

Tel: (+852) 3175 1993
Email: kaling.man@haymarket.asia


Atifa Silk
Brand Director

Tel: (+852) 3118 1500
Email: atifa.silk@haymarket.asia